White Eyeliner Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
White Eyeliner sales on Amazon US totaled 80,500 units in July 2026 (▼ 16.8% vs. the prior month), generating an estimated $573,396 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 75.8% of unit volume and 70.3% of revenue, while a typical listing is priced at $8.38. The keyword itself pulled 39,180 Amazon queries over the same period (▲ 8.0% MoM).
Zooming out to the 12-month window ending July 2026, the white eyeliner Top 50 moved 1,073,000 units and $7,673,888 in cumulative sales — an average of 89,417 units and $639,491 per month. Monthly throughput topped out at 151,050 units in October 2025 and dipped to 63,100 in May 2026, leaving the latest reading 1.5% lower than August 2025.
White Eyeliner Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
80.5K
▼ 16.8% MoM
Monthly Revenue 2026/07
$573.4K
▼ 20.7% MoM
Top 10 Market Share 2026/07
75.8%
White Eyeliner Market Share & Sales Concentration on Amazon US — July 2026
The most-sold white eyeliner listing on Amazon US in July 2026 is ASIN B000H3I2JG (Brand: REVLON), which sold 20,000 units at $6.67 apiece — equal to 24.8% of every unit tracked in this report and 2.0× the volume of the No. 2 listing.
The Top 10 ASINs account for 61,000 units and $403,120 in July 2026 — 75.8% of unit volume and 70.3% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'White Eyeliner' on Amazon
July 2026
Is 75.8% Top 10 share highly concentrated?
Ask AI to evaluate competition, market structure, and entry opportunities using ’s tracked Amazon sales, ranking, and keyword data.
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Top 5 Volume Share breakdown
B000H3I2JG
Revlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
20K
▼ 33.3%vs. prior month
$157.2K
latest month
12-month trend
B07X7KMGBX
e.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Coffee
10K
▲ 0.0%vs. prior month
$50K
latest month
12-month trend
B005G9E9AW
NYX PROFESSIONAL MAKEUP Mechanical Eye Pencil,Vivid Rich Mechanical, Creamy Retractable Eyeliner - Always Onyx, Black Eyeliner
9K
▼ 10.0%vs. prior month
$71.6K
latest month
12-month trend
B001SYWTFG
COVERGIRL Perfect Point Plus Eyeliner Pencil, Black Onyx Pack of 1, Long-Lasting, Versatile Black Eyeliner, Soft Smudging Tip, No Sharpening Needed
6K
▼ 25.0%vs. prior month
$35.3K
latest month
12-month trend
B001TK4LM8
NYX PROFESSIONAL MAKEUP Jumbo Eye Pencil, Blendable Eyeshadow Stick & Eyeliner Pencil - Milk (White)
5K
▼ 16.7%vs. prior month
$28.7K
latest month
12-month trend
B00UZJQ2SK
wet n wild Color Icon Kohl Eyeliner Pencil - Rich Hyper-Pigmented Color, Smooth Creamy Application, Long-Wearing Matte Finish Versatility, Cruelty-Free - You're Always White!
3K
▲ 0.0%vs. prior month
$3.9K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best White Eyeliner Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
REVLON is the best-performing white eyeliner brand in July 2026, moving 22,000 units across 2 ASINs for 36.1% of Top 10 volume. NYX PROFESSIONAL MAKEUP follows with 14,000 units (23.0%), ahead of e.l.f. on 10,000 units (16.4%).
With 6 brands splitting the Top 10 and 75.4% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $5.00 to $6.97, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
REVLON
2 ASINs in Top 10
36.1%
Units
22K
Revenue
$172.5K
Avg. price
$6.96
B000H3I2JG
$6.67·★4.5·54.2K revsRevlon ColorStay Pencil Waterproof Eyeliner, 202 Black Brown, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold20KB0F6VR77RG
$7.26·★4.5·54.2K revsREVLON ColorStay Pencil Waterproof Eyeliner, 215 White, 0.01 oz | Waterproof pencil eyeliner with built-in sharpener. Smudge-proof, long-lasting, intense matte color.
Units sold2K
NYX PROFESSIONAL MAKEUP
2 ASINs in Top 10
23.0%
Units
14K
Revenue
$100.3K
Avg. price
$6.97
B005G9E9AW
$7.97·★4.5·103.3K revsNYX PROFESSIONAL MAKEUP Mechanical Eye Pencil,Vivid Rich Mechanical, Creamy Retractable Eyeliner - Always Onyx, Black Eyeliner
Units sold9KB001TK4LM8
$5.97·★4.3·85.7K revsNYX PROFESSIONAL MAKEUP Jumbo Eye Pencil, Blendable Eyeshadow Stick & Eyeliner Pencil - Milk (White)
Units sold5K
e.l.f.
1 ASIN in Top 10
16.4%
Units
10K
Revenue
$50K
Avg. price
$5.00
B07X7KMGBX
$5.00·★4.4·35.1K revse.l.f. No Budge Retractable Eyeliner, Creamy, Ultra-Pigmented & Waterproof, Creates Bold & Defined Lines, Vegan & Cruelty-Free, Coffee
Units sold10K
Trending White Eyeliner Products — Growth Leaders & New Top 10 Entrants
Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B09PQLHP3F booked 2K units at $1.94, with ▲ 100.0% MoM change. On the growth side, B00EUULOYW leads positive momentum with ▲ 300.0% MoM growth on 200 units, with B09PQRBHKS close behind at ▲ 100.0% MoM on 2K units.
The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.
B09PQLHP3F
Wet n wild Color Icon Cream Eyeliner Eyeshadow Multi-Stick
Price
$1.94
Rating
4.3
Reviews
17.1K
Latest month sales
B00EUULOYW
Ruby Kisses Pencil Eyeliner, Retractable Eyeliner, Waterproof, Smudge-Proof Eye Makeup, High Pigmented, 24H Long Lasting Eyepencil (White Out)
Price
$4.99
Rating
4.4
Reviews
1.8K
Latest month sales
B09PQRBHKS
wet n wild Color Icon Cream Eyeliner Eyeshadow Multi-Stick, Moisturizing, Nourishing Velvety Cream-to-Powder Buildable & Blendable Formula, Cruelty-Free & Vegan - Bragging Whites
Unlock to view ASIN details and product titles
Price
$1.94
Rating
4.3
Reviews
17.1K
Latest month sales
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